The Truth Behind Objections and How to Handle Them Like a Pro

Episode Highlights

[00:00] The Wrong Question About Objections
Most people ask, "How do I handle objections?"—but that's the wrong question. Ryan and Brook break down why understanding the psychology behind objections is the real game-changer.

[01:02] Why Objections Feel Like Confrontation
How deep-seated fears around judgment and confrontation cause resistance in sales—and why shifting your perspective on objections changes everything.

[03:13] The Fight-or-Flight Response in Sales
Objections aren’t always about rejection—they’re often a sign that a prospect is about to break a pattern and step into something new. Learn how to navigate this crucial moment.

[07:11] Handling Limiting Beliefs in Real Time
The strongest belief wins. Are your beliefs about your solution stronger than their fears? Ryan and Brook discuss how to develop the certainty needed to move prospects forward.

[10:17] Fear vs. Danger: A Simple Question That Changes Everything
Brook shares a powerful question to help prospects push through their resistance and make empowered decisions.

[14:42] The Push vs. The Guide
Why high-pressure objection handling leads to buyer’s remorse and cancellations—versus leading prospects to real clarity and commitment.

[24:12] The Sales Moment That Changed Everything
Brook recounts a life-changing sales call that shifted his entire approach to objections and created a new level of conviction.

[30:38] Why Objection Scripts Don’t Work
Memorized rebuttals make you sound robotic and inauthentic. Ryan and Brook explain why objections must be handled dynamically, not mechanically.

[38:20] Mastering Objections Through Preparation, Not Prescription
The power isn’t in having the perfect response—it’s in being prepared, present, and responsive in the moment.